PENGARUH LIVE STREAMING SHOPEE TERHADAP MINAT BELI SKINTIFIC

Angelina, Adella Putri (2025) PENGARUH LIVE STREAMING SHOPEE TERHADAP MINAT BELI SKINTIFIC. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Fenomena live streaming telah menjadi salah satu perkembangan teknologi yang signifikan istilah ini mengacu pada penyiaran video atau audio secara langsung melalui internet kepada audiens secara langsung. Fenomena ini telah berkembang pesat di berbagai platform seperti YouTube, Twitch, Instagram, Facebook, TikTok, dan lainnya. Salah satu e-commerce yang cukup ramai digunakan adalah shopee menghadirkan fitur Shopee Live. Karena persaingan brand skincare semakin ketat, maka dari itu Skintific menggunakan strategi marketing dengan cara memanfaatkan fitur live streaming guna menaikkan minat beli para masyarakat Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh live streaming pada platform Shopee terhadap minat beli produk Skintific. Berbeda dengan penelitian sebelumnya yang menggunakan TikTok, penelitian ini fokus pada platform e-commerce terbesar di Indonesia, Shopee. Dengan menggunakan model AIDA sebagai kerangka teoritis, penelitian ini menganalisis data kuantitatif dari 100 responden yang merupakan followers Shopee Skintific dengan menggunakan survey. Hasil penelitian menunjukkan adanya hubungan yang sangat signifikan antara live streaming Shopee dan minat beli Skintific (r = 0,838). Live streaming pada Shopee Skintific memberikan pengaruh sebesar 70,2% terhadap minat beli dan sebesar 29,8% merupakan faktor-faktor lain. Nilai uji t yang didapat sebesar 15,197 > 1,98447 dan nilai uji F yang didapat sebesar 230,952 > 3,938. Hal ini mengindikasikan bahwa live streaming berperan penting dalam meningkatkan minat beli konsumen terhadap produk Skintific di platform Shopee. The phenomenon of live streaming has become one of the significant technological developments; this term refers to the broadcasting of video or audio live over the internet to an audience in real-time. This phenomenon has rapidly developed on various platforms such as YouTube, Twitch, Instagram, Facebook, TikTok, and others. One of the most widely used e-commerce platforms is Shopee, which features Shopee Live. Because the competition among skincare brands is becoming increasingly fierce, Skintific is using a marketing strategy by leveraging the live streaming feature to boost consumer interest. This research aims to measure the extent of the influence of live streaming on the Shopee platform on the purchase interest in Skintific products. Unlike previous research that used TikTok, this study focuses on Indonesia's largest ecommerce platform, Shopee. Using the AIDA model as a theoretical framework, this study analyzes quantitative data from 100 respondents who are followers of Shopee Skintific through a survey. The research results show a very significant relationship between Shopee live streaming and Skintific purchase interest (r = 0.838). Live streaming on Shopee Skintific has an influence of 70.2% on purchase interest, while 29.8% are other factors. The t-test value obtained was 15.197 > 1.98447 and the F-test value obtained was 230.952 > 3.938. This indicates that live streaming plays an important role in increasing consumer purchase interest in Skintific products on the Shopee platform.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44320010021
Uncontrolled Keywords:	Live streaming, Shopee, Skintific, Minat Beli, AIDA Live streaming, Shopee, Skintific, purchase intention, AIDA
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	OKTAFIYANI AZ ZAHRO
Date Deposited:	05 Feb 2025 08:39
Last Modified:	05 Feb 2025 08:39
URI:	http://repository.mercubuana.ac.id/id/eprint/93940

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